NITR General Manager Fred Porchet (right) sees the APAC region as central to Nestlé’s success.

Nestlé ITR will highlight exclusive travel retail lines from its core brands as part of its Food#1 strategy at the TFWA Asia Pacific Exhibition in Singapore (May 11–15, Basement 2, J32).

New novelties that NITR is set to spotlight include the KitKat Mix Pouch (372g), available in Peanut Butter, Salted Caramel, White and Classic; KitKat Senses Miniatures (161g) available in Milk, Caramel and Hazelnut; and KitKat Ball (111g).

Sustainability also remains a key focus, with the travel exclusive Nestlé Sustainably Sourced Cocoa range made with Rainforest Alliance-certified cocoa.

A new item, Dark Chocolate Thins (170g), featuring three premium varieties in recyclable packaging, will also be showcased at the event.

Additionally, visitors to TFWA can explore the sustainable and play-based learning products from Smarties, including the Mini Sharing Bag (355g) and Cool Creatures Set, which combine fun, learning and eco-friendly packaging, aligning with Nestlé’s ‘Learn Through Play’ initiative.

After Eight and Smarties also maintain strong appeal in the region, says NITR.

General Manager Fred Porchet emphasised the importance of the APAC region: “Returning to Singapore is key for anyone serious about this market. Nestlé continues to see strong results thanks to our focus on confectionery growth and strategic retailer partnerships.”

KitKat is one of Nestlé’s most popular brands in the travel retail market. 

Despite challenges such as rising cocoa prices, Porchet remains optimistic, adding: “Food and confectionery remain the most visited and purchased categories in travel retail.

“With strong self-treating and gifting habits and high conversion rates in Asia and the Middle East, the opportunity is clear.”

The company believes that unlocking the potential of the food category will be crucial for helping to deliver higher footfall conversion, and for engaging Gen Z travellers across MEA and APAC.

“The region’s growing Gen Z population, increasing spending power, and love for exclusive, high-quality products make APAC a major growth opportunity for all stakeholders,” he said.

The Nestlé Sustainably Sourced Cocoa range is a travel exclusive brand made with Rainforest Alliance-certified cocoa.

NITR is also introducing its KitKat x Formula 1 partnership to its Asia Pacific customers, combining the excitement of F1 with the fun of KitKat to help boost customer engagement and drive sales.

“The global nature of F1 as a sport makes it a perfect fit for GTR as a platform to bring together the fun of KitKat with the thrill of the F1 sport, creating memorable experiences for fans wherever they may be! We have plenty of exciting plans to share,” explained Porchet.

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